What we're trying to accomplish here is simple; we are going to discuss a common sense evaluation you can use to judge whether or not your ads, ads you're spending GOOD money on, are any good.

Wouldn't you like to know if what you're writing and spending your advertising budget on is any good--before you actually spend the money?

Use this evaluation, and others we will discuss in future newsletters, to judge anything you write.

The first evaluation you need to use is pretty simple.  It is also, however, the one most likely to be failed.  It is called, simply...

Well, I Would Hope So!

Whenever you say anything in your advertising or marketing, ask yourself if the prospect will immediately respond to what you've said with: "Well, I would hope so!"

To illustrate this; write on a piece of paper why a prospect would favor your business over the competition.

Then use the "Well I Would Hope So" evaluation and see if the answers hold weight.

Let me give you an idea by giving you some of the answers from other industries. A huge printing company gave as their number one reason to choose them over the other sixteen zillion other printers: "We help the non-professional print buyer understand the various options available." Here's what you should say to that kind of claim: Well I would hope so! You're a printer! Isn't that what you do? See how ridiculous that answer sounds?

An insurance agency claims in their advertising that "they'll be there for you when you have a claim." Well, I would hope so! What else would they say? I can't imagine that their ad would state, "When you have an accident, you can call us but we won't answer the phone. We hate paying claims, so we won't pay attention to you. Just keep mailing the premiums in every month."

See how this works? Just read any headline or any claim out of one of your advertisements and then see if it spawns this response: Well, I would hope so!

There's an ad in the Yellow Pages for a screen door, and the headline, "NEED a Screen Door?" You should read that and think, "No, I don't need a screen door, I just happened to be perusing the Yellow Pages in the screen door section and thought I would give you a call." You would hope that they had screen doors! But that's the best thing they could think of to put in their ad?

These usual, lazy communicator claims,  are like your barber telling you that your hair will be shorter after it's cut, or the gas station telling you you'll have more gas after you fill the tank.

Always, always, always use this important evaluation question whenever you make any claim.

Go ahead and take this test right now.

Answer the question: "why would anyone choose you over your competitors?"

Then honestly evaluate your answer against the "Well, I would hope so!" evaluation.

If you can't come up with the answer instantly and articulate it well, you can bet that your customers don't know why.

Got a specific question about your business? Give 
us a call for a FREE Coaching Session: 
 
866-926-5100 

Or send me an email:  mjeffries@riversofrevenueus.com

Until next time, I wish you much success, 
 
Mike Jeffries